China's No. 2 online retailer JD.com will launch the JD MALL brand, an upgraded version of its E-Space omnichannel retail experience store. The new shopping destination with an area of 42,000 square meters across five floors will debut in Xi'an, China, with an immersive omnichannel shopping experience featuring 200,000 items from over 150 domestic and international brands.

Consumers can place orders using the official WeChat Mini Program by scanning QR codes on items; from there, JD leverages its logistics infrastructure to provide last-mile delivery to their doorsteps.

JD MALL merges fashion and technology from design to immersive experiences through tech devices and experiences, including holographic projection, VR equipment, an intelligent robot, a virtual livestream room, and a transparent computer room. The space will have 11 themed experience zones and 29 product interaction zones, such as a beauty salon, audio experience area, drone testing, massage, etc., making it a multi-scenario space for customers.

“JD is continuing to provide different kinds of physical stores amid the growing trend in which customers pursue a high quality and multi-store ecosystem, including JD E-Space, JD home appliance flagship stores, JD computer and digital stores and JD retail experience shops," JD said in a press release. "This is also part of our plan to promote its omnichannel operation and accelerate industrial structure upgrading.”

In the first half of this year, the transaction volume of JD's E-Space in Chongqing increased 105% YOY, while the transaction volume of the opening day of the same type of store in Hefei, Anhui province reached RMB 166 million yuan ($25.6 million), and the traffic for both online and offline was over 1.2 million.